Brine takeaway


I took part in Net Magazine’s monthly Design Challenge. The brief was to design a site for a made-up fast-food business. This regular feature puts three designers to the test — to get an inside look at their design process.

My contribution

Concept Branding User interface

The team




Inspired by the lack of fresh, good quality, and affordable seafood around London. The concept of Brine is simple — an independent takeaway with a focus on sustainable, incredibly fresh, and great-quality seafood.

All seafood is Marine Conservation Society (MCS) certified — so you know exactly where the fish has been sourced from and that it’s planet-friendly. With so few restaurants and takeaways following MCS standards, it is hard for people to do anything other than consume unsustainable produce. Brine aims to address this problem.

This was a challenge for a fictitious restaurant — so I was able to have some fun with the visuals. I wasn't limited by an existing brand or guidelines. The brand is based on a powerful, primary colour palette — to reflect the back-to-basics nature of Brine's sustainable seafood.

The layout is a dynamic wall of content — giving people a variety of information in digestible chunks. I wanted to emphasise the natural, good quality ingredients — so I brought photos of the raw products into the content tiles.


Brine was published in issue 269 (August issue) of Net Magazine — in both print and digital versions. Net Magazine is currently the largest web design publication in the UK — as a result, my project was seen by thousands of people.